Behind-the-scenes of terrible local athlete commercials shows the science and artistry

We’ve all seen the brutal local TV commercials starring our favorite athletes. But what none of us realized until now is that there is a science behind these ads, carefully implemented to ensure optimal effect.

Director Zach Snider (no, not this Zach Snyder), has been crafting local athlete commercials for 15 years. He’s developed three keys to successfully horrid commercials.

1. The athlete should not be comfortable.

2. The athlete should not have inflection in his voice.

3. The athlete should not have an expression on his face.

While working with Philadelphia Flyer Scott Hartnell, Snider props up Dustin Pedroia’s legendary local commercial for Sullivan Tire as The Godfather of local television commercials. As Snider should because it’s just perfect.

Behind-the-scenes of terrible local athlete commercials shows the science and artistry

There are three keys to successful terrible commercials.

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